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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.

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Example #1 - Public Objection Handling

Keep getting the same objection from buyers? Address it publicly.

This example comes from Feed Smart, a peanut butter brand.

Not only does their founder address a major product objection from parents — she explains why that very thing is actually the product's biggest benefit.

When your founder can clearly communicate these things in public, it's easier for your reps to repeat the same message in private sales calls.

​→ Dig in to the full post​

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Example #2 - "Do It For Me" Pricing

“Do it yourself pricing” is what you'd expect from a self-serve SaaS product like Glide. Understand your needs, pick a tier, and go.

But their pricing page now defaults to their “do it for me” pricing that bundles software and services upfront.

Professional services are nothing new. But we are seeing more SaaS products adding "white glove" options.

For complex products they're often needed to ensure proper adoption. And if you sell largely to enterprises, it's often expected. Not to mention a great way to drive up-front revenue.

​→ See Glide's 'do it for me' pricing​

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Example #3 - Getting Specific With Use Cases

How do you take a horizontal product and make it easy for someone to picture using? Specific use cases.

Apify's use case pages break down common jobs for their product, showing you exactly which apps you can use, and how.

For example, their Market Research page recommends a handful of apps you can use to tackle things like trend analysis, sales prospecting, competitor benchmarking, and reputation monitoring.

It then shows you how to get started with a simple 4-step process.

​→ Check out Apify's use case page for Market Research​

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Example #4 - Anti-Incumbent Positioning

Does your market leader have a weakness, that's actually your strength? Position against them directly. Be the anti-incumbent.

By anchoring against the industry leader and highlighting a key differentiator, buyers immediately understand your value and why they should choose you.

Two templates to get you started:

• "We're like _____, without the _____."
• “We’re like _____, but _____.”

Hats off to Freckle and Fletch for the textbook execution on this one.

​→ Check out Freckle's positioning​

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Example #5 - Not Flashy, But Effective

There's a lot to love in this hero section from PaceAI.

• Clear positioning
• A well-defined use case and ICP
• A quantifiable benefit
• Compelling social proof
• A real product gif

What you won't see is a ton of flash.

​→ Check out PaceAI's hero​

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Founding PMM Jobs

I've started a simple job board, focused on curating new Founding PMM job opportunities.

Some highlights from this week:

• ​Senior Product Marketing Manager @ interos.ai​
• ​Product Marketing Director @ Exasol​
• ​Senior Product Marketing Manager @ Greenfly​

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​Find More Founding PMM Jobs ↗️​

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3 More Things

Three articles, posts, or tools you should add to your swipe file.

1. ​AI is Table Stakes - Clay Ostrum shows why AI is no longer a differentiator. To truly stand out, you need to get back to basics.
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2. ​Ramp Fast With Better Questions - New to PMM? Aatir Abdul Rauf’s list of “new person” questions helps you ramp quickly, align effectively, and make an immediate impact.
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3. ​Diagnose Your GTM - Alexander Estner’s practical framework will help you analyze your GTM strategy to uncover opportunities for improvement.
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What did you think of this week's edition?

Hit reply and let me know, or leave a quick testimonial. I'd love to hear from you!

See you next Wednesday!

Jason and Aubrey

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P.S.

I work with startups and founding PMMs that are trying to build product marketing from zero. If that sounds like you, here are some ways I can help:
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• ​Get the PMM Jetpack - My premium library of Examples, Templates, and Playbooks essential for Founding PMMs.
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• ​Join the PMM Accelerator - A personalized coaching program to help you succeed as a founding PMM.
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​Jason and Aubrey​
​Say hi on LinkedIn!